I’ve written here before about experiments with ebook pricing and marketing, but some time last night we hit a landmark with one of our experiments at infinity plus.
Back in March we published Iain Rowan’s first collection, a set of crime stories called Nowhere To Go which included his Derringer Award-winning story “One Step Closer”. The collection received some excellent reviews and blog coverage and performed reasonably at Amazon and our other distributors, but Iain and I wanted to give it a boost and so we discussed various options.
We decided to take that Derringer winner and produce it as a standalone ebook, priced initially at 99 cents but with a view to persuading Amazon to drop the price to zero. At those prices there’s a very different audience: casual browsers making impulse buys/downloads, readers who may like the look of something but not want to buy the complete book, readers looking for a quick lunchtime read, and so on.
What we didn’t know was how much crossover there would be. Would a reader with a liking for scraping up the freebies also be the kind of reader who would spend $2.99 on a book by the same author if they liked the free offering? Would there even be that kind of author-recognition once the quick read has been read and put aside?
One Step Closer went free at Amazon in September, and very quickly overtook our other free offering, the infinities anthology (which, itself, had been a big success, hitting number two in the free anthology charts in the US, and holding the number one slot in the equivalent chart in the UK for several weeks, a position it still holds).
To be honest, I don’t really understand why Iain’s short story has been such a big success. It’s a fine story, of course, and being an award-winner must help establish its credentials for anyone unfamiliar with Iain’s work. It has a great cover and is nicely put together. Iain has a strong social media presence, and has worked hard at promoting his various books. There must be lots of elements of good fortune involved, too, and a key thing is that success can be self-perpetuating: once a story hits number one, it becomes far more visible, which keeps the success going.
Whatever the reasons, some time last night Iain’s short story hit the landmark of 10,000 downloads through Amazon. It’s occupied the number one free story download slot in the UK for several weeks, and for that period has been a fixture in the top 20 free downloads of any kind at Amazon UK, against some tough competition.
What remains to be seen, though, is just how this translates into commercial success. What we do know is that more than 10,000 readers have liked the look of the book enough to download it. Some of those will have read it already; some will read it over the coming months; others will lose it among all the other freebies they’ve downloaded.
Of those who read it, some – a large proportion, I reckon – will like it a lot, because it’s a hell of a story. But how many of these will immediately follow up by clicking on a link to Amazon to find Iain’s other work? How many will intend to do that, but because they didn’t do it immediately, will become increasingly unlikely to follow through? How many will remember Iain’s name next time they’re browsing and so click on a link to his other books?
It’s incredibly hard to answer these questions, as it’s just not possible to track purchasing decisions back to their origins. Amazon gives us good reporting, but not that good!
After success like this, though, I’m certainly looking forward to trying to make sense of it all over the coming weeks and months!